Founded in 2023 Jeans&Towels epitomises a carefree life lived under the warm rays of the sun. Designed with a touch of nostalgia and contemporary edge, the brand’s offerings are centred around sturdy all-gender jeans, ready-to-wear and lifestyle accessories. The visual identity needed to embody the elevated playfulness and strong storytelling aspect of the brand.

                     The identity begins from the idea of two worlds — ready-to-wear and lifestyle products — coming together: an adaptive logotype that can be spun to emphasize either “jeans” or “towels” depending on context. The identity builds into a bold and at times mischievous world that adapts itself to a broad variety of uses. A monogram and a small mouse vignette add variety to the visual toolkit and options for implementation to product. These playful elements are elevated through considered printing finishes and attention to detail across printed and digital implementations. The identity is built around a strong sense of storytelling in both its copy writing and art direction, where scenes from the Amalfi coast are paired with fashion-forward imagery of the garments. A sun-soaked yellow and deep brick red are equally modern and nostalgic, and allude to warm days in the sun.